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3 Considerations For Mobile User Engagement

“To monetize effectively, the best mobile app marketers now realize they have to be boldly focused on engaging their existing base of users.”

This statement was the basis for PluggedIn’s most recent roundtable discussion where we brought together marketers from various sides of mobile marketing. Read on for three key takeaways from the conversation about mobile user engagement.

1. Find the data that matters.

On mobile, marketers have been given the gift of data. The challenge is figuring out how and when to use it effectively. As many of our panelists pointed out, we are just starting to understand all of the data we have access to on mobile, now we need to find a way to sift through it and determine what matters to the individual bottom line.

Having all of this information also creates exciting possibilities. For example, in one study, Uber found that customers who had a low battery were much more likely to accept surge pricing. This means that Uber could potentially alter rates depending on a user’s battery percentage. The fascinating thing about this statistic is that it reflects data unique to mobile devices. There is an opportunity to use unique data for everything from establishing innovative mobile marketing strategies to informing important product decisions.

2. Create a strategy for reaching new and potential users.

As our panelists explained, it’s not about the app, it’s about what it’s doing and what service it’s providing. Sadly, only about 10% of people who download an app today will be using it in six weeks. This is not meant to discourage, but to pose a question: How do you get people to the tap “install” and keep them engaged during the initial stages of the relationship?

One way of reaching new users, is through data — studying the behavior of current users and then finding a similar audience of potential users. Another way to reach and engage new users is by offering incentives. This may seem like a no-brainer, but there are a couple of caveats to this: the first being that the incentives are app-exclusive, the second is offering incentives that are unique and involve a user’s network (family, friends, etc.).

An additional tactic to be considered is email. As Matt McRoberts of Appboy mentioned, mobile app usage has ushered in a renaissance around email. The data points we are obtaining from mobile can help to inform our decisions on when and how to launch email campaigns focused on going after new and potential users.

3. Develop and maintain relationships with users.

People download an app because they want some sort of relationship. However, once someone becomes a regular user, there is a fine line between keeping them engaged and driving them away.

Push notifications, for example, became a hot topic of debate among the panelists. Because a user opted in, is it okay to send them frequent communications or should we trust them to continue using the app and avoid the possibility of disturbing them? As Sarah Bidnick of TodayTix pointed out, we should find some middle ground by giving the user options — let them choose the type and frequency of their notifications.

Once a user “opts-in,” content is front and center (and it better be good). At this point, they have become regular users and they are expecting the app to provide constant value to them. This is where personalization and customized content come in — strong content that isn’t transactional, but useful. If you want to start maximizing your engagement with users, investing in your mobile content marketing strategy is extremely important.

Remember, it’s not about the app, it’s about what it’s doing. Users don’t want another app, they want a service that is going to provide value in their everyday life.

What do you think is most important for app engagement? Share your thoughts in the comments!

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Comments

Frank Viljoen

Good article, and the key to success is making the message 100% relevant to the user. The mobile device is highly personal, and users WILL remove Apps or opt out of promotional content if it becomes spam. I cannot agree that UBER's tactic of placing a surcharge just because the battery is low, it wouldn't surprise me if that upsets UBER users more than encourages them to use the service (and I am an avid user of UBER). Consumers are also all about instant gratification, in the moment relevant messaging wether that is sporting scores, time based offers, instant wins etc, and combining the emerging Beacon technology with OOH advertising can provide many trigger points along the consumers digital journey, but make these triggers relevant which will in turn help build a trusting relationship along with loyalty to the brand.

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